Travellers looking to explore new horizons in 2024 can now take a sneak peek into the future, as Expedia Group introduces Unpack ’24: The Trends in Travel.

The comprehensive report is based on extensive first-party travel data and a global consumer survey of 20,000 travellers, offering insights into what will motivate them and where they plan to go in the coming year.

Unpack ’24 unveils eight noteworthy travel trends for 2024, from popular destinations to the latest in travel technology.

Set-jetting: TV and movie-inspired travel continues to shine

The trend of travellers seeking inspiration from television shows and movies is not slowing down. Over half of travellers have reported that they have researched or booked trips to destinations they’ve seen on TV or in films.

Astonishingly, 25% say that TV shows and movies now have a greater influence on their travel plans than popular social media platforms such as Instagram, TikTok and podcasts.

Expedia, Hotels.com and Vrbo have compiled a set-jetting forecast for 2024, predicting which destinations will be inspired by upcoming TV shows and film releases.

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Destination dupes: affordable alternatives gain popularity

For budget-conscious travellers seeking unique experiences, Expedia’s 2024 destination dupes offer a refreshing alternative to well-trodden tourist spots. These destinations, known as “dupes,” are sometimes unexpected, more affordable and just as enjoyable as their popular counterparts.

The top 10 destination dupes have seen a significant increase in online searches, with more travellers seeking to explore these lesser-known gems.

Tour tourism: music and travel continue to harmonise

Tour tourism, where travellers combine their love for music and for exploring new places, is set to thrive in 2024. Almost 70% of respondents expressed their willingness to travel outside their hometown for concerts.

Interestingly, 30% of travellers are willing to travel for concerts not only for the music but also because tickets are more affordable in certain cities.

Dry tripping: sober and low-alcohol travel gains momentum

An emerging trend in 2024 is “dry tripping,” catering to travellers looking for alcohol-free or low-alcohol travel experiences. Over 40% of travellers are open to booking a detox trip in the coming year.

Hotels are now offering alcohol-free minibars and mocktail-making experiences to accommodate this growing trend. Reducing alcohol consumption while travelling is seen as a way to stay in control and feel better emotionally and physically.

Vibe check-in: hotel vibe matters more than ever

Travelers are increasingly considering a hotel’s overall “vibe” when making their booking choices. Reviews mentioning the word “vibe” have surged by an average of 1,090% year on year.

Nine out of ten travellers emphasise the importance of a hotel’s atmosphere, with customer service taking the top spot as the defining factor.

Go-ccasions: travelling for milestones and celebrations

Travellers are finding more reasons to pack their bags and celebrate special occasions. Whether it’s anniversaries, birthdays or work-related milestones, people are eager to travel for these memorable moments.

In 2024, travellers are looking for any excuse to escape with their loved ones, indicating a rise in the trend of “go-ccasions.”

Outside in: amenities shape vacation home choices

The availability of outdoor amenities is a significant factor influencing the booking of private vacation homes. Pickleball courts and cold plunges are becoming popular amenities, and 42% of travellers prefer vacation homes with amenities they can’t access at home.

Additionally, almost 30% of travellers choose vacation homes with outdoor amenities to ensure they never have to leave the property.

Gen gen AI: the rise of generative AI in travel planning

Generative AI tools such as ChatGPT are gaining traction in the travel industry. In 2024, more travellers are expected to embrace generative AI for planning their trips.

These tools simplify travel planning through conversations and are viewed as valuable for finding accommodations, planning activities, comparing flight options and even changing or cancelling travel plans.